When it comes to search engine optimization and paid inclusions-placements many schools often overlook the importance of restricting the use of their brand names. Search Engine Optimization (SEO) and Paid per Click (PPC) Search Engine placements can be a costly mistake. You see, often the reason the cost per click price rises so high for your own company's name is because your CPL partners are buying them and thus bidding up the cost of the placements. Allowing them to do so is similar to letting them stand outside the front door of your school where they can stop people right before they go inside the admissions office. Then they can collect their name and contact information and sell that lead to you!
Schools often shy away from enforcing trademark restrictions because they are afraid of potentially reducing the lead volume they will receive from their vendors. With restrictions in place, it's true that many vendors will not be able to generate nearly as many leads. However, if you assume the top position, you will see an increase in leads generated from your own website.
A good compromise is to work with a firm who will assume the top position on your behalf, and track its performance and conversions. Once you set a reasonable top bid price (such as $ .25 to $ .35) you can allow your partners to bid on your term with the caveat that they cannot exceed your bid price.
If you want complete restriction, we suggest controlling the use of all trademarked school terms for your CPL vendors. Partners would no longer be able to advertise through PPC/SEO utilizing the specific school names, including any campus or geographic variations (including without limitation, common misspellings for the trademarks or service marks and their derivatives). Partners are generally allowed to use campus locations, program names, general course terminology or geography.
If you would like to restrict the use of your branded terms, CUnet can monitor the compliance of all Trademark Terms and CPL partners. Additionally, we can also efficiently manage your low cost paid placements on Google, Overture, and the other large paid placement search companies. Click Here for more information!
